MJBizMag March 2022 - 10

FIVE QUESTIONS with Beena Goldenberg
Growing MJ Sales Organically
Organigram CEO talks future expansion and the value cannabis market
By Matt Lamers
O
rganigram is among a
handful of large Canadian
cannabis producers
that managed to grow their
share of the country's cannabis
market in 2021 via nondilutive,
organic sales growth.
Organigram isn't profitable
yet, but that might change in the
coming months.
In January, the company
signaled it would turn a profit by
mid-2022, three months earlier
than previously expected, with
an assist from its recent purchase
of Quebec cannabis producer
Laurentian Organic.
MJBizDaily spoke with
Goldenberg about a range of topics,
including her recent foray into the
M&A market to purchase Laurentian
in a deal worth at least $27.8 million
(CA$36 million).
What is your vision
for Organigram?
Our goal is delighting our consumers
with our brands by introducing
innovative products that are
insights-driven.
This is basic (consumer packaged
goods), CPG 101. Start there, make
sure you're delivering on those
experiences, build your brand, build
your product portfolio-and then,
as the markets legalize around the
world, see how we can expand into
those markets.
We've seen some of our
competitors try to establish
foundations in the U.S. market.
10 March 2022 | MJBizMagazine
sales), because if your cost structure
isn't right, and you can't make money
at it, it's a lot of work for nothing.
We have spent a lot of time and
drove efficiencies in our operations
so that we can sell at these more
compressed prices and still make
money.
Beena Goldenberg
I can't say we're not looking, but
we're looking (to be) as much of
a (cannabis) pure play as we can.
We're sort of biding our time. We
don't think legalization (in the
U.S.) is happening as quickly as
people were predicting.
Organigram is handily
beating rivals in market
share, especially in the value
segment. How?
We haven't shied away from that
value segment, and we have a very
strong brand in Shred.
We believe you have to meet
consumers at every price point, and
there are a lot of consumers who
are interested in buying the highestTHC
products at the price point that
they're looking for.
Our Shred brand meets that. It
brings people from the illicit market
into the legal market.
I think our competitors have shied
away from (low-cost, high-volume
Three years into legalization,
no large license holder has
held on to its market share.
How do you plan to hold on
to yours?
It's about consistently delighting
our consumers. So, bringing new
products, innovation, staying on
the forefront, making sure it's
not getting old, making sure your
quality is always there.
I've been in consumer packaged
goods for my whole career,
and if you deliver on consumer
expectations, they come back.
Brands build over time. It takes a
long time to build brand equity.
Organigram made an
additional investment in
Hyasynth Biologicals. Why?
This is really about our commitment
to biosynthesis.
The opportunity isn't tomorrow,
but it's in the future: being able
to use biosynthesis to get rare
cannabinoids in their purest form.
We took another investment in
this company because we really
think that they have strong IP
(intellectual property) in terms of
scaling-up of this technology.

MJBizMag March 2022

Table of Contents for the Digital Edition of MJBizMag March 2022

MJBizMag March 2022 - 1
MJBizMag March 2022 - 2
MJBizMag March 2022 - 3
MJBizMag March 2022 - 4
MJBizMag March 2022 - 5
MJBizMag March 2022 - 6
MJBizMag March 2022 - 7
MJBizMag March 2022 - 8
MJBizMag March 2022 - 9
MJBizMag March 2022 - 10
MJBizMag March 2022 - 11
MJBizMag March 2022 - 12
MJBizMag March 2022 - 13
MJBizMag March 2022 - 14
MJBizMag March 2022 - 15
MJBizMag March 2022 - 16
MJBizMag March 2022 - 17
MJBizMag March 2022 - 18
MJBizMag March 2022 - 19
MJBizMag March 2022 - 20
MJBizMag March 2022 - 21
MJBizMag March 2022 - 22
MJBizMag March 2022 - 23
MJBizMag March 2022 - 24
MJBizMag March 2022 - 25
MJBizMag March 2022 - 26
MJBizMag March 2022 - 27
MJBizMag March 2022 - 28
MJBizMag March 2022 - 29
MJBizMag March 2022 - 30
MJBizMag March 2022 - 31
MJBizMag March 2022 - 32
MJBizMag March 2022 - 33
MJBizMag March 2022 - 34
MJBizMag March 2022 - 35
MJBizMag March 2022 - 36
MJBizMag March 2022 - 37
MJBizMag March 2022 - 38
MJBizMag March 2022 - 39
MJBizMag March 2022 - 40
MJBizMag March 2022 - 41
MJBizMag March 2022 - 42
MJBizMag March 2022 - 43
MJBizMag March 2022 - 44
MJBizMag March 2022 - 45
MJBizMag March 2022 - 46
MJBizMag March 2022 - 47
MJBizMag March 2022 - 48
MJBizMag March 2022 - 49
MJBizMag March 2022 - 50
MJBizMag March 2022 - 51
MJBizMag March 2022 - 52
https://www.nxtbook.com/emerald/MJBizMag/20241112
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-september-october-2024
https://www.nxtbook.com/emerald/MJBizMag/20240708
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-may-june-2024
https://www.nxtbook.com/emerald/MJBizMag/20240304
https://www.nxtbook.com/emerald/MJBizMag/20240102
https://www.nxtbook.com/emerald/MJBizMag/20231112
https://www.nxtbook.com/emerald/MJBizMag/202310
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-cannabis-packaging-23
https://www.nxtbook.com/emerald/MJBizMag/202309
https://www.nxtbook.com/emerald/MJBizMag/202308
https://www.nxtbook.com/emerald/MJBizMag/202307
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-may-june-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-april-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-retail-strategy-23
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-march-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-february-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-january-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-lighting-23
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-november-december-2022
https://www.nxtbook.com/emerald/MJBizMag/202210
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-sustainability
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-march-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-cannabis-retail
https://www.nxtbook.com/emerald/MJBizMag/202204
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-february-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-cannabis-security
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag
https://www.nxtbook.com/emerald/MJBizMag/202208
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-july-2022
https://www.nxtbook.com/emerald/MJBizMag/2022-buyers-guide-indoor-grow
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-may-june-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-packaging-automation-buyers-guide-january-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-november-december-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-october-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmagazine-september-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmagazine-september-2021-lighting-buyers-guide
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-august-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-july-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-may-june-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-april-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-march-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-february-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-january-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-january-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-november-december-2020
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-october-2020
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-september-2020
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-august-2020
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-july-2020
https://www.nxtbookmedia.com